Dunkin' Donuts is one of America's favorite coffee shops. From donuts, to sandwiches, to Coolattas, you can rest assured that the fast food brand has got you covered. While they once embraced their name and happily dunked donuts in their coffee, it appears that this is no longer the case as they've decided to switch up on everybody and change their identity. The establishment will now be called Dunkin', losing the "Donuts" portion of the name. 

This comes months after IHOP attempted their own name change. The chain of restaurants decided that they would be changing their name to IHOB, reflecting a switch in food choice from pancakes to burgers. That ended up backfiring on them so they quickly reverted back to the old name. It's unclear if Dunkin' plans to stop serving donuts or what exactly may have prompted the decision but it seems pretty final. 

According to Business Insider, the name change will officially occur in January 2019. The news shouldn't exactly come as a surprise since the chain has been testing the new identity for the last year. Dunkin' is pretty much what everybody calls it anyway but with this becoming a real thing, we're not entirely sure what we're supposed to be dunking anymore.